RollWorks Engagio Roadshow

JUMPSTART YOUR DAY AND YOUR ABM STRATEGY

9:00 Mingle and find a seat
9:30 Introductions begins
9:35 Eric Wittlake, TOPO
10:15 Engagio’s Journey
10:30 RollWorks’ Journey
10:45 Questions
11:00 Wrap
AGENDA

A Breakfast Made for Account Based MarketersA Breakfast Made for Account Based Marketers
Your Speakers
Jessica Cross
Manager, Demand Generation
RollWorks
Eric Wittlake
Senior Analyst
TOPO
Charm Bianchini
Head of Global Demand
Engagio

© 2018 TOPO. All rights reserved. www.topohq.com
• Joined TOPO in 2016 to work with growth-oriented marketing
leaders to drive their account based initiatives
• Published research includes the TOPO Account Based Funnel,
Framework, Measurement Model, and Benchmark
• Prior to joining TOPO, spent more than 15 years developing and
executing account-based, demand generation, marketing and
advertising programs for a wide range of B2B companies, from
technology leaders like Adobe, Oracle, and Intel to early stage
startups.
You can find me (sometimes) on Twitter @wittlake
and on LinkedIn in/ericwittlake
A LITTLE ABOUT ME
Eric Wittlake
TOPO Marketing Practice
ACCOUNT BASED
LEAD ANALYST

We’re an analyst firm that helps 100s of high growth marketing, sales
development, and sales organizations grow revenues in a repeatable, scalable
manner.
MEET TOPO
2. PLAYBOOKS
A customized “owner’s
manual” for various sales
and marketing functions
1. ADVISORY
Analyst support for big
issues like process, org,
and technology
3. EVENTS
Detailed, engaging events,
including quarterly councils
and our annual Summit

EXAMPLES OF OUR CLIENTS

ACCOUNT BASED STRATEGY DEFINED
Account based is the coordination of valuable, personalized experiences delivered across all functions
that impact the customer to drive engagement and conversion at a targeted set of accounts
Account Based
Targeted
Intelligence-driven
Orchestrated
Personalized
Measured
Marketing
Sales
Development
Sales
Customer
Success

5 ATTRIBUTES OF AN ACCOUNT BASED STRATEGY
Attribute Example
1 Targeted, high value accounts Accounts that meet CLTV target based on
revenue and financial complexity
2 Intelligence-driven programs Intent triggers custom insight-based programs that create
conversations
3 Valuable and personalized buyer experiences Customized assessment identifying specific opportunities
for their organization
4 Orchestrated, high effort/frequency outreach
across marketing, sales, sales development
Pre-SDR program, outbound sales development and
executive outreach
5 Account-centric measurement The number of opportunities and value of pipeline created
from the target account list

THE TOPO ACCOUNT BASED FUNNEL
Creating “the list”1
Executing Integrated
Programs
2
Measuring
Results
3

TARGET ACCOUNTS

IDEAL CUSTOMER PROFILE AND YOUR MARKET
TARGET MARKET
TARGET
ACCOUNTS
SELECTED
ACCOUNTS
Target market is the universe of
potential buyers that a company
intends to capture.
The ICP development process narrows
the target market to a set of target
accounts by identifying the attributes of
the most valuable customers:
• Qualitative input (sales, exec input)
• Internal data (close rates, deal mix)
• External data (predictive)
The resulting ICP definition helps the
company attract, engage, close, and
retain business.
Target account list, based on the
ICP definition, becomes the sole
focus for outbound efforts.
Account selection methodology is
defined to determine accounts for
current campaigns.
The Ideal Customer Profile identifies the attributes of accounts expected to become a company’s
most valuable customers.

THE TARGET ACCOUNT SELECTION PROCESS
1 2 3The ICP identifies the
characteristics of the
highest-value, best-fit
accounts
Value-based tiers organize
activity, aligning resources
to potential value
Accounts are selected from the
overall target account list for
each program to drive
relevance and scalability

The best account based organizations master account selection as the basis for
creating more relevant and higher impact programs in a scalable way

ACCOUNT SELECTION: CREATING RELEVANCE AT SCALE
Establish an intentional process to select
accounts with a common target outcome for
inclusion in each target account program
Account selection reflects capacity for
orchestrated execution across the organization,
particularly marketing and SDR
Widely-used selection criteria:
• Competitive or partner install base
• Use case
• Industry
• Timing: triggers and intent
A
B
C

• Establishing a specific plan for
rotating through the target account list
allows development of more custom
programs
• Provides visibility to the organization
on how the target account list will be
pursued
• Multiple waves are used for large
segments to align to organizational
capacity
CREATE AN ACCOUNT ROTATION PLAN
MONTH PROGRAM 1 PROGRAM 2
January Finance Wave 1 Triggered Accounts
February Competitor A Triggered Accounts
March Healthcare Wave 1 Triggered Accounts
April Retail Triggered Accounts
May Use Case A Triggered Accounts
June Use Case B Triggered Accounts
July Finance Wave 2 Triggered Accounts
August Hospitality Triggered Accounts
September Competitor B Triggered Accounts
October Healthcare Wave 2 Triggered Accounts
November Competitor C&D Triggered Accounts
December Triggered Accounts

ACCOUNT BASED MEASUREMENT

Use account-based metrics (lead-based metrics don’t cut it)
Drill into accounts, not just creative, content and campaigns
Use test/control groups and stories to show tactic impact. Tactic-level
measurements will miss the full impact
ACCOUNT-BASED MEASUREMENT BEST PRACTICES

ACCOUNT BASED MEASUREMENT MODEL
1,000
450
300
100
Target Accounts
Engaged Accounts
Opportunity Accounts
Closed-Won Accounts
Prospect
300
275
200
150
Customer
The top of the funnel is fixed.
Improving account progression
and value are the only levers for
improving outcomes.
1
For customer accounts,
account engagement relies
heavily on adoption of and
satisfaction with the company’s
solution within the account.
4
The primary measurement is the
percentage and value of target accounts
that progress through the model.
2
The number of opportunities per
account improves account level
progression (e.g. two opportunities
are two chances to win at a given
account) and value.
5
Separate customer and
prospect to facilitate
planning and forecasting.
3

1. Account Engagement Rate = Engaged accounts / target accounts
The % of accounts that are meaningfully engaged with the organization
2. Opportunity Rate = Accounts with a new opportunity created / target accounts
The % of accounts with a new opportunity created
3. Account Win Rate = Accounts won / target accounts
The % of the account list with a new win in a given period of time
4. Target Account Pipeline = Pipeline created in target accounts
The value of pipeline created with target accounts
5. Bookings or Revenue = Value of new closed-won deals with target accounts
TOP 5 ACCOUNT BASED METRICS

The best account based organizations adopt Opportunity Rate and Account Win
Rate as the key planning, forecasting and performance metrics

ACCOUNT BASED TECHNOLOGY

Scalability
As account-based initiatives expand to
encompass significantly larger lists, technology
consumes a larger portion of the account based
budget
Repeatable execution
Technology allows a single program to be run in
the same way each team, improving insights into
performance and facilitating optimization over
time
HOW ACCOUNT BASED ORGANIZATIONS USE TECHNOLOGY

THE NEW ACCOUNT BASED TECHNOLOGY STACK
DIGITAL
ADVERTISING
DIRECT MAIL
CONTENT
SYNDICATION
EVENTS
CHAT &
MESSAGING
MARKETING
ENGAGEMENT
SALES
ENGAGEMENT
APPS
SOCIAL
PERSONAL
VIDEO
SDR & SALES
ENGAGEMENT
WEBINAR & VIDEO
WEB
PERSONALIZATION
CONTENT
CUSTOMIZATION
& MANAGEMENT
CONTENT
REPORT &
VISUALIZATION
ATTRIBUTION
ENGAGEMENT
MEASUREMENT
MEASUREMENT
CONTACT DATA ACCOUNT DATA INTENT DATA PREDICTIVE
CDP & DATA
INTEGRATION
DATA
CRM
MARKETING
AUTOMATION
LEAD MATCHING
& ROUTING
ACCOUNT-BASED
PLATFORM
INFRASTRUCTURE
Legend
EMERGING
ESTABLISHED

USAGE OF ACCOUNT BASED TECHNOLOGY
The most widely adopted
technologies are part of the
core marketing technology
stack
Measurement, despite
importance, only has specific
account based investments
53% of the time
Intent, while generating
significant market interest, is
still in the early stages of
adoption

www.topohq.com | 25© 2018 TOPO. All rights reserved.
MEASUREMENT AND ADVERTISING TECHNOLOGY USE EXPECTED TO
BECOME STANDARD
Source: TOPO Account Based Technology Benchmark
ACCOUNT BASED 2017 USAGE AND 2018 PLANS
CATEGORY % PLANNED USAGE (2018) % USED (2017) % INCREASE IN USAGE
Account based measurement 89% 53% 68%
Account based advertising 88% 59% 49%
Personalization / customization 76% 43% 77%
Orchestration 73% 27% 170%
Intent data 70% 28% 150%
Predictive 67% 34% 97%

The best account based organizations start with strategy and then identify
the processes and technologies required

1. Master the account selection process to drive performance and
scalability
1. Adopt the account based measurement model for planning,
forecasting and measurement
1. Begin with the strategy, using technology to execute and scale
LET’S RECAP WHAT THE BEST ORGANIZATIONS DO DIFFERENTLY

28
Join 2,000+ sales and marketing leaders
responsible for $100B in revenue and learn how
they drive growth.
topohq.com/summit | #toposummit
Use code Roadshow for $100 off
April 17-18, 2019 – San Francisco

@CharmBianchini
@Engagio
Engagio’s Secret Sauce to ABM
Charm Bianchini
Head of Global Demand

@CharmBianchini
@Engagio
Agenda
• Develop an ABM Strategy
• Align on Data
• Run Plays
• Measure ROI

@CharmBianchini
@Engagio
Start with the Goals
31
$$$ Revenue Goals
Pipeline Required
(sources can vary marketing, sales, partner)
How can we bring in the BEST quality pipeline most efficiently?
ENT Segment – Need Z%
POR GOAL
Mid-Market Segment –
Need Y%
POR GOAL
Small-Business
Segment –
Need X%
POR GOAL
Example: inbound
marketing model
Example: Programmatic
ABM
Example: ABM – need for the higher value
accounts
What is our optimal strategy to get there (mix of DG /ABM- programs, tactics)
This
breakdown
should be
the optimal
mix to most
effectively
hit revenue
targets

@CharmBianchini
@Engagio
1. Develop the
ABM Strategy

@CharmBianchini
@Engagio
Align Your Players
Orchestration
Marketing
Sales
Development
Sales
Customer
Success

@CharmBianchini
@Engagio
Formulate a Joint Plan of Record (POR)
34
• Define what winning looks like
• All part of the Revenue team
• Company targets established
• Shared pipeline/revenue goals

@CharmBianchini
@Engagio
Establish Program Entitlements
35
Channels Tier 1 Tier 2 Tier 3
Direct Mail Hyper
Personalized
$$$
Highly
Personalized
$$
Standard
$
CMO
Welcome Kits
Yes
$$$
Yes
$$
No
Workshops Yes Yes No
Ads Yes Yes Yes
Data Monthly Quarterly Quarterly

@CharmBianchini
@Engagio
Example Tier 1: Hyper-Personalized Direct
Mail
● Step 1: Uncover VP likes
Philadelphia Eagles
● Step 2: Send hyper-
personalized package
with note “It’s that time
of year again – ready
for football and
Dreamforce? Let’s
connect”
● Step 3: Follow up and
schedule meeting!
● Results: 80% conversion

@CharmBianchini
@Engagio
Example Tier 2: Highly Personalized Direct Mail
• Offer: Get Airpods AFTER
you take a meeting
• Eligibility: Target Account,
engagement and
interested in ABM,
Director and above
• Results: 40% Conversion

@CharmBianchini
@Engagio
Example Tier 3: Standard Direct Mail
● Package: Gourmet popcorn +
ABM Analytics Guide +
personalized postcard
● Step 2: Email follow up: “Let’s
Get Your ABM Poppin!’
● Step 3: Email #2 and call
● Results: 20% Conversion

@CharmBianchini
@Engagio
2. Align on Data

@CharmBianchini
@Engagio
• Unify your data
• Build an account foundation
• Give reps a weekly view of their
accounts and territory
View Information at an Account Level
Engagement
Kanye West

@CharmBianchini
@Engagio
Hold Stand Ups to Review Data
Review for
Number of
Sales
Touches
Review
Engagement
Minutes
Review
Bombora
for Intent
Signals
Account
Status
# of Sales
Touches Industry
Employees Billing
State
Number
Of Engaged
People
Engagement
Minutes

@CharmBianchini
@Engagio
Uncover Insights

@CharmBianchini
@Engagio
3. Run Plays

@CharmBianchini
@Engagio
A series of orchestrated
interactions (human and
automated) across
departments and channels

@CharmBianchini
@Engagio
MQA
Aware
NoEngagement
Opp
Customer
Renewal
Design Plays Across The Funnel
Integrated
ABM
Deal
Nurturing
Expansion
& Success

@CharmBianchini
@Engagio
ABM Plays
Customer / Expansion
• 90 Days From Renewal
• Decrease in Usage
• Executive Alignment
Sales / Sales Development
• Door Opener Plays
• Deal Nurture Plays
• “Shake the Tree” Play

@CharmBianchini
@Engagio
ABM Plays for Marketing
• Event Plays
• Upsell/Cross-Sell Plays
• Customer Advocacy/Marketing
• Surprise and Delight Plays

@CharmBianchini
@Engagio
Example: Event Play
Step 1: Executive
Invite
Step 2: AE Reply Over Step 3:
SDR Call

@CharmBianchini
@Engagio
Example: Event Play Results
• 31% conversion - 32 plays
• 10 AE meetings onsite
• 12 attendees to lunch before
event
• Multiple opportunities so far

@CharmBianchini
@Engagio
4. Measure and
Prove Impact

@CharmBianchini
@Engagio
Measure All Key Stages of Your ABM Initiatives
Engagement Journey Analytics Program ROI

@CharmBianchini
@Engagio
Example: Engagement
Are the right people at the account spending time with your
company?

@CharmBianchini
@Engagio
Example: Account Journeys

@CharmBianchini
@Engagio
Example: Program ROI

@CharmBianchini
@Engagio
Report on Program Success Often
Engagement Revenue Deal Size
23%
More of
Total
Revenue
2.5x
Increase
10x
Increase

@CharmBianchini
@Engagio
• Determine if ABM is right for you
• Unite Sales and Marketing team
• Unify your data
• Run plays using team members
• Measure ABM with new metrics
Key Takeaways

@CharmBianchini
@Engagio
Contact Engagio to Learn More!
Engagio’s ABM
Platform helps:
• Automate ABM
• Establish an account
foundation
• Run personalized plays
• Measure engagement
& prove impact
57
www.engagio.com

Thank You!
Charm Bianchini
Engagio
@CharmBianchini

Introducing Rollworks, a division of AdRoll Group
The Growth Platform Company
Growth Platform for “Ambitious”Commerce Companies Growth Platform for B2B Companies

Take the lead.
1. Target account list
2. Coordinated sales
plays
3. Technical
readiness
4. Pipeline & revenue impact

Take the lead.
Building your target account
list.

Phase 3
Tiered Target
Account List (TAL)
Phase 1
Ideal Customer
Profile (ICP)
Phase 2
Tiered ICP

● Industry: B2B (use Clearbit to match to certain B2B industries)
● Verticals: SaaS, Internet software & services, others
● Employee count: >50 for total marketplace
● Region: United States only (currently)
● Pixel data:
a. P1: Marketo, Google Remarketing, LinkedIn, Competitors, AdRoll, QuantCast,
DoubleClick
b. P2: Hubspot, LiveRamp, Drift, Eloqua, Intercom, Pardot, MediaMath
c. P3: Everything without the above pixels (Facebook Custom Audiences, Twitter Ads)
Defining our Ideal Customer Profile (ICP)

Tiered ICP
Tier Name
# of
Employees
Rationale
T1 “Enterprise” > 5,000 Cherry pick those adapting to digital
T2 “Strategic” 1,000 - 4,999 “Digitally forward” brands w/ high potential
T3 “Mid-Market” 250 - 999 Sweet spot
T4 “Growth” 50 - 249 Agile & ABM demand is growing
T5 “Emerging” 0 - 49 Cherry pick - can grow quickly w/ funding

Tiered Target Account List
P2, P3
Lite ABM
Owned accounts
Scaled ABM + Inbound
~ 250 Account
Light research + data build out
$$
Automation with personalization woven throughout
~ 4000 Accounts
Automated touches OK
$
Industry and persona customization
~ 30 Accounts
Account plans
$$$
Every touch is personalized
P1
Classic ABM
NAL

Take the lead.
Creating coordinated sales plays.

MAP BUYER’S JOURNEY
1
MAP SALES PLAYS
3
MAP CONTENT
2

Mapping the Buyer’s Journey
ConsiderationAttract LiveOnboardingProposal

Mapping the Buyer’s Journey
What is ABM
Advertising?
How does
RollWorks
Work?
What if I don’t
have a target
account list?
Am I activating
my key
accounts with
RollWorks?
Why do I need
to pay a
platform fee?
Can I just use
Google/FB or
Terminus to
do this?
What is the
difference
between RT
and Lead
Locator?
How do I
engage my key
accounts?
Do I have
budget to do
this?
Does RollWorks
drive quality
leads?
Let’s Test
RollWorks!

Mapping Content to the Journey
What is ABM
Advertising?
How does
RollWorks
Work?
What if I don’t
have a target
account list?
Am I activating
my key
accounts with
RollWorks?
Why do I need
to pay a
platform fee?
Can I just use
Google/FB or
Terminus to
do this?
What is the
difference
between RT
and Lead
Locator?
How do I
engage my key
accounts?
Do I have
budget to do
this?
Does RollWorks
drive quality
leads?
Let’s Test
RollWorks!
What are Digital Ads
for ABM?
What is targeted
advertising?
Demonstrate Value
QBR Decks
Platform Fee Validation
Case Studies
How RollWorks Works
Easy steps to ABM
Onboarding Decks

Mapping the Sales Plays
Consideration LiveOnboardingProposal
Pipeline Accelerator AdsLead Locator Ads
Email Meeting Phone Contract
Contact
Enters
Pipeline
DirectMailSalesPlay
Door Opener Post-Demo Kit Proposal Kit Welcome Kit
Meeting Phone
Milestone Kit
Email
Attract

Take the lead.
Assisting with technical
readiness.

SDR
Qualification
CLOSED/ WON
Inbound
Account-based
Accts. that match ICP
4,000 Owned
New Business
Sales
● Digital: RollWorks, SEM/
AdWords, Content Syndication
● Conferences
● Content + Partner Marketing:
Blogs, Webinars, Whitepapers
● SEO
● Organic Social
Lead Generation
● Digital: RollWorks
● Direct Mail
● Field Events
● Personalized Content via Email
and Personal Social
● Sales Calls & In-person
Meetings
Account-based
Running Lead Gen AND ABM Programs to Drive Revenue

SDR
Qualification
CLOSED/ WON
Inbound
Account-based
4,000 Owned
Accounts
+
Accts. that match ICP
4,000 Owned
New Business
Sales
Full Martech Stack to Support Programs

Attract Stage - Door Opener with Coffee

Salesforce and Sendoso integration for Direct Mail

Attract Stage - RollWorks Lead Locator Ads
Sales PersonaCMO Persona Marketing Persona

Marketo (or Salesforce) Integration for Campaign Sync
Audience + Attributes + Stage + Reporting synced for dynamic ads and contact-level reporting
1 Sync Marketo (or Salesforce) 2
Segments ready for campaign targeting,
personalization and reporting

Take the lead.
Measuring pipeline & revenue
impact.

Campaign Level Results
CMO Persona
Prospects who received our door
opener kit were 3x more likely to
book an appointment
CPL down 42% vs generic ad

1. Target account list
2. Coordinated sales
plays
3. Technical
readiness
4. Pipeline & revenue impact
Take the lead.

A Breakfast Made for Account Based Marketers
Q&A

A Breakfast Made for Account Based MarketersA Breakfast Made for Account Based Marketers
In Summary, Key Themes Emerging around ABM
1. Master the account
selection process
2. Adopt the account based
measurement model
3. Begin with the strategy,
using technology to execute
and scale
1. Develop an ABM
Strategy
2. Align on Data
3. Run Plays
4. Measure ROI
Take the lead.
1. Build your target account list
2. Create coordinated sales plays
3. Assist with technical readiness
4. Measure pipeline & revenue
impact
Strategy + Account Selection + Data + Plays + Connected Systems + Measure

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